Customer-Base Analysis and Valuation

Course Code
MKT 419

1.5 hours
[BBA Sophomore, BBA Junior, BBA Senior] or [Non-Ross Junior or senior] or [Business Minor]

Customer-Base Analysis and Valuation --- The course centers customer-base analysis to improve customer relationship management and overall corporate valuation. We examine measuring and managing tradeoffs between customer unit economics (customer quality, profitability) and growth (customer quantity, revenue). The course trains customer-centric managers to improve decision making by summarizing and predicting customer behavior. Through hands-on analyses, students learn to apply insights to lead companies and to invest in them. The material caters to a range of student interests from revenue-generating marketing/sales to VC/PE investing. Students do not need any specific programming language, just experience working in spreadsheets and an aptitude for quantitative problem solving.